Study: Consumers will trade privacy for this perk

Chain Store Age – Consumers will identify themselves when they walk into a store, for a price. According to a new study from Boston Retail Partners (BRP), “Keeping Loyal Customers Happy,” 37% of retailers offer brick-and-mortar shoppers more personalized service as an incentive to identify themselves. However, only 22% of consumers prefer personalized service in exchange for surrendering their in-store privacy.

Instead, BRP analysis shows customers are more likely to prefer monetary incentives for identifying themselves in-store. These include specialized offers (34%), product incentives (27%), and credit toward future purchases (26%).

“Engaging the customer through personalized and relevant experiences is the key to attracting and keeping your customers happy and continuing to shop your brand,” said Perry Kramer, senior VP and practice lead, BRP, retail consulting firm. “Retailers that identify customers when they enter the store and equip their associates with the proper mobile tools can personalize the shopping experience based on customer preferences, purchase history, what’s in their closet, online browsing history, time of day, weather and their physical location – all based on real-time information and personalized to create a bond with these valuable customers.”

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